ROAS vs ROI vs MER: Which Marketing Metric to Trust
ROAS vs ROI vs MER explained with one worked example. Learn what each measures, how to find your break-even ROAS, and when to trust each one.
Marketing Measurement & Experimentation
Attribution, incrementality and A/B testing done right — how to tell whether a marketing result is real or noise.
UTM Parameters Explained: A Naming Convention That Works
What each UTM parameter does, the case-consistency trap that splits your reports, and a simple naming convention that keeps tracking usable.
Common A/B Testing Mistakes That Invalidate Results
The mistakes that quietly invalidate an A/B test even when the math is done correctly — peeking early, underpowered samples, and more.
Chi-Square Test Explained: When to Use It and How to Read It
What the chi-square test measures, how to read observed vs expected counts, and when it's more useful than a simple two-proportion test.
A/B Test Sample Size and Significance: A Plain-English Guide
How to calculate the sample size an A/B test needs and how to read the result once it's done, with a worked example and a free calculator.
Attribution vs. Incrementality vs. MMM: Which to Use When
Attribution, incrementality tests and marketing mix modeling answer different questions. Learn when to use each, with evidence from field experiments.